● Led all B2B & B2C SALES process, acquisition and execution of strategic plans to drive market expansion, new business development and key account management online and offline.● Pivoted from outbound approach to inbound, built RELATIONSHIP-focused pipelines, drove repeat sales, upsold, cross-sold, followed up and kept records in CRM to exceed sales quotas. ● Completed market analysis and COMPETITIVE STRATEGY, utilizing data-driven insights to identify new opportunities, optimize pricing strategies and improve product positioning.● Significant eCommerce achievements include pre-sales qualified LEAD GENERATION:○ Launched the Shopify web store, INCREASED sales revenue by 100%.○ Used AI to do research, ENHANCE blogs and identify competitor content gaps. ○ On-page content, Off-page backlinking and technical SEO for 1st page Google rankings. ○ Ran TARGETED paid ads campaigns with descriptive copy and Call To Action (CTA).○ Executed email MARKETING with special offers to inform clients and attract responses.● HUNTER and FARMER pursued new business opportunities by asking questions, including targeted cold calls, and maximised revenue by nurturing and expanding client relationships. ● SOLUTION SALES – listened, built rapport, established credibility, identified customer pain / needs, advised solutions / value, overcame objections with a 30-40% closing ratio.● Experienced in leading the TEAM to ensure post-sales processes are implemented, including capturing payments, customer service updates and on-time shipping / fulfilment of products.● ADAPTABLE in this fast-paced environment, surpassed KPIs, overcame challenges, delivered measurable results and frequently HELPED customers, team members and business owner.

● Built this self-service subscription C2C STARTUP from scratch without external funding, pivoted and scaled operations to millions of users and 100,000k+ freemium members.● Conducted market research, identified customer needs, target market segment, use cases and competition to develop marketing plans to achieve GROWTH and Australia wide branding.● Led with anti-bias / empathy a cross-functional team of 10+ freelance remote contractors and external agencies with SMART / DEI goals on a performance basis to reach project milestones. ● Responsible for team management to deliver the product with an iterative / AGILE approach, prioritized features and user experience (UX) design that led to a faster time-to-market.● Formulated the E-E-A-T SEO strategy, determined the on-page content that resonates with the brand and consumer, adhered to technical benchmarks and obtained high authority backlinks. ● Created and delivered online PAID ADS using Performance Max to achieve digital marketing objectives for profitable growth within budget and produced a greater than 50% cost reduction.● Delivered drip-campaign EMAIL automation including design, scheduling and engaging content in-line with the customer journey along with website user action trigger-based emails. SMS too.● Cold PITCHED journalists on media stories and based on research and or unique content to secure 40+ positive mentions across mainstream newspapers, tv and radio nationally. ● Reported on acquisition, activation, retention, referral, and revenue (AARRR) plus statistics: e.g. traffic, CTR, CPC, ATC, AOV, CPA, CR, ROAS, ROI for conversion funnel optimisation.● Optimised campaigns by creating a roadmap and using an A / B experimentation framework to test new hypotheses, lower CAC, and boost customer LTV with a 100% ROI.● Tracked digital ANALYTICS to understand audience behaviour, effectiveness and evaluation of campaigns with recommendations for targeting new market segments and optimising strategy.

• Spearheaded an entire overhaul of MANAGEMENT REPORTING $35m project and analysis for the Product and Operations business including budgeting, forecasting and P&L reports.• Managed the BUDGETING and periodic FORECASTING process, focussed on lagging and leading indicators of performance to produce a predictable, reliable view of performance. • Pioneered TRAINING initiatives and mentoring employees in the new processes, investigation and analysis techniques to increase productivity rates as well as 2nd eye review of outputs.

• Produced management intelligence by developing technology solutions in SQL (Access), Excel Macros and PowerPoint for product VALUATION and enhanced reporting of unsettled claims.• Delivered in depth analysis of counterparty positions and sensitivity ANALYSIS on client claims (approximately $14 billion) held by Lehman Brothers prior to its bankruptcy.• Database migration including writing test plans, creating test cases, execution, gap and trend analysis, defect management REPORTING and remediation.• COLLABORATED with other work streams to accurately report Prime Broker, OTC and Financing positions including equities, foreign exchange (FX) and treasury market instruments.

• Business as usual: Daily / monthly P&L and Balance Sheet reconciliations, attribution analysis, COMMENTARY, substantiation and attestation for FX, equities and money market products.• Delivered P&L to DEADLINES, posting of journals to GL, preparation of monthly and yearly accounts, management reporting as well as resolution of internal and external audit queries. • Ensured REGULATORY reporting (Liquidity, exposure limits and derivative income) and Head Office reporting (in local currency and CAD) is completed per monthly and year-end deadlines.• COMMUNICATED with stakeholders, including senior management, Sydney front office, offshore traders (Tokyo, Beijing, Singapore, Hong Kong), operations and external auditors.• Projects: Data migration and transition of accounting and finance OPERATIONS from Asia Pacific including Tokyo, Beijing, Singapore, Hong Kong to the regional head office in Sydney.• Developed automated Equities brokerage, FX, MM and IB M&A P&L, historical contribution and aged debtors reporting for the Front Office using Excel VBA macros (30 min to 5 min).• Investigated, reverse engineered and EXECUTED international branch’s accounting and financial process to migrate the business processes and function locally.• Planned and co-ordinated migration TESTS, back tests and parallel runs to ensure accuracy.• Detailed investigation around root cause ANALYSIS for existing issues, attempt to pre-empt issues by tracing dependencies and potential project risk management.• Reported on status and progress against project objectives and milestones, addressing conflicts, RESOLVED constraints and delivered post-implementation reviews.

• Business as usual: Complete FUND ACCOUNTING process; posting of journals, security valuation, corporate actions, unit pricing, registry, fee calculations, distributions and audits.• Executed balance sheet RECONCILIATIONS, preparation of monthly/quarterly/year-end reporting including financial statements and regulatory reporting.• Partnered directly with traders to develop a daily performance contribution SPREADSHEET model to account for financial instruments including equities, options, FX, bonds and futures.• Projects: Responsible for all transition PLANNING and execution including testing across the organisation with regards to the acquisition of new funds, as well as the restructuring of funds and co-ordination of the funds accounting and administration process from external providers.• Developed and TESTED fund administration website including multi-level user login hierarchy, customised reporting from SQL database and nightly FTP sweep of files and statements.• Scripted batch files and excel VBA MACROS to automate conversion of daily broker trade data for system upload to increase efficiency (20 min to 2 min) and accuracy.• Liaised with internal IT and external 3rd party software vendors (PFS Paxus, Reuters API) to define and oversaw IT system SOLUTIONS to support business change.

• Business as usual: Delivered P&L / Balance Sheet / Liquidity Risk and Basel II capital adequacy REQUIREMENTS for money market products; bills, notes, bonds and swaps.• ANALYSED and investigated variances between actual values and internal benchmark values to identify the primary P&L drivers for front office traders. • Risk management and MONITORING against set and rolling stop loss limits for the financial controller, front office treasury traders and market risk managers.• RECONCILIATION and resolution between Balance Sheet accounts, the Sun Systems ledger and the Reuters trading accounts and financial reporting.• 2ND eye review and sign-off for two employees of the daily (T-1) Profit and Loss and monthly financial results including consolidated books and TRAINING in analysis and systems.• Responsible for training and mentoring team in systems, investigation and analysis techniques to increase productivity rates as well as daily / monthly review and sign-off of output.• COMPLIANCE with Anti-Money Laundering (AML) and Counter-Terrorism Financing (CTF) training and Australian accounting standards and regulations.• Projects: Successfully implemented a comprehensive mortgage forecast budget MODEL with regression analysis of numerous dependent and independent income and expense variables.• Designed an AUTOMATED finance aged debtors report using SQL scripts and VBA macros to reduce operating time required (1 day to 30 min) and provide increased reporting.• Completed thorough DOCUMENTATION of BAU procedures with set structure and format to comply with internal policies. Also used to train two new team members.

• Business as usual: Delivered daily updates and P&L REPORTING to the Financial Controller, Front Office traders, investment analysts and ultimately David Lowy (of Westfield Group). • Daily VALUATION of private equity, equities, options & FX using Bloomberg API to download prices to excel and dealing directly with traders and external brokers to match executed orders.• Fund ACCOUNTING, cash forecasts of payables and receivables, general ledger postings and post transition reconciliation to brokers and counter parties. • Resolved unmatched / failed trades, cleared cash and equity breaks, processed cash payments and MONITORED mandate within specified guidelines. • Projects: RECONCILIATION of portfolio transition from equities to cash and assist in data / system migration from a general accounting ledger to a securities product system.• Accurate TRADE CAPTURE (manual and spreadsheet uploads), security set-up, data migration, input of security prices from Bloomberg and related reporting.

• Business as usual: Responsible for calculating and ANALYSING accurate performance, attribution, analytics and risk figures over rolling time periods for fund managers.• Reported PERFORMANCE (investment style, stock selection, and market timing) returns for rolling and fixed time periods in accordance with GIPS standards and IFSA Standard No 6. • Guaranteed integrity of data uploaded to Statpro by reviewing performance movements with VALIDATION checks to Iress and Bloomberg security pricing. • Reviewed portfolio performance movements with validation checks to internal and external benchmarks and providing EXPLANATION for material variances. • IDENTIFIED top and bottom contributors for a time period and over and underweight securities in relation to the benchmark indexes for performance attribution. • Unit pricing of managed funds including fund of funds, ensuring unit registry transactions are processed correctly and Net Asset Values (NAV) are CALCULATED accurately.• Projects: Improved accuracy and EFFICIENCY of equity fund versus benchmark attribution analysis spreadsheet using advanced Excel Formulas, VBA macros and Bloomberg API.• Executed UAT for a multi-class unit pricing system including regression analysis of fees.• Developed various SPREADSHEET MODELS to validate large volumes of security prices and provide detailed analysis of unit prices versus benchmark.

• Business as usual: Completed ACCOUNTING process including posting of journals, security valuation, corporate actions, unit pricing, registry, fee calculations, distributions and audits.• OVERSAW and instructed on equity and cash for capital protected funds using CPPI.• Instructed custodians to place trades of Equity Units and Cash Bonds in a timely sequence to meet margin lending client DELIVERABLES and strict mandates. • Projects: Instrumental in the DEVELOPMENT, planning, analyses, implementation, design, maintenance and user acceptance tests of the 'RAPTOR' (Redemptions, Applications, Pricing, Taxation, Operations, Reporting) application for the geared and capital protected fusion funds.• Processed CREDIT applications and credit writing for new applications from financial advisers.

• Expanded the B2B & B2C client base via the CANVASSING of prospective customers from competitor offerings, The Trading Post and Cumberland Newspapers as a university student. • CONSULTATIVE SALES – offering tailored advice / options, upselling through positioning, size / colour loadings, cross-selling to other newspapers and services (features and inserts).• HELPED clients to design and proofread advertisements through their input, my marketing knowledge and the graphic design team’s creative abilities leading to a 30-40% closing ratio.• Accountable to the Team Leaders and Ad Sales Manager for achieving budgets and the client’s SATISFACTION at the Illawarra Mercury and then Macarthur Advertiser.

• A COMMISSION only sales position where I was a leading representative for NSW in the sale of kitchen products; meeting quotas consistently as a high school student to win a scholarship.• Effectively PROSPECTED and qualified clients through personal referral lead generation, kept records, pursued them to generate appointments which led to sales and more referrals.• MARKETED the kitchen products directly through one-on-one in person appointments which showcased and demonstrated the features and benefits with a high 30-40% closing ratio.• Attended advanced TRAINING workshops and conferences on personal sales techniques, presentations, consumer behaviour, time management and effective communication. • Interviewed, trained, reviewed performance, set goals and MENTORED sales representatives.